FACES OF THE ECONOMY: Doreen Toutikian

There are 1.4 million workers in Lebanon – this is the story of one of them.

By T.K. Maloy

BEIRUT – Doreen Toutikian is a designer, researcher and educator – but how to explain such work to fellow Lebanese in occupations such as banking or real estate development?

Toutitkian noted "I think a year ago I would have said 'absolutely' (about difficulties in explaining design work) but things changed since the DESMEEM project and Beirut Design Week. I have worked hard in proving the potential that design can have in social issues and the creative economy."

"Also I think nowadays most people -- no matter how unimpressed they are by designers- would admit that it is a good idea to have a designer on the team whatever the project entails," she said. "Whether it is because of more creative brainstorming or having a more polished sense of aesthetics-people can't argue against the benefits."

Toutikian, director of the MENA Design Research Center, made a large splash last year with her debut of the city's first ever "Design Week." Growing from a small concept as part of another project – DESMEEM – when the show actually came off it had snowballed into thousands of participants.

During the launch, Toutikian said: "It is about time that Beirut had its own 'Design Week.' This cosmopolitan city has been constantly redefining its design culture."

The 27-year-old said planning started in the year before the summer of 2012 event while working with the DESMEEM project, an international design project that involved 40 designers (graphic, product, service and interior designers along with architects) from Europe and Lebanon. "We began by asking a few firms [about the event], and it grew from there," Toutikian added.

The range of participants at Design Week include fashion designers, product designers, furniture designers, communication designers, interior designers, architects, design educators, social designers, design researchers, publishers and galleries.

But before all this, she had to start somewhere, nurturing and evolving her own creative sense.

Her postgraduate studies were in Germany at the Koln International School of Design and then further studies at the Glasgow School of Art. Her Master thesis, "Design Education in the Middle East" was awarded the 2010 Cologne Design Prize. She returned to Lebanon later that year.

The MENA Design Research Center is a non-profit organization based in the Riad el Sol section of Beirut. Founded by Toutikian upon returning to Beirut, (with the assistance of co-founder Maya Karanouh, CEO of TAGBrands ) it soon developed from being a think-tank "to one the region's most progressive design research institutions." The center's website notes.

TAGBrands is a branding strategy firm that boasts a regional client list that includes: Bank Audi, Doha Bank, Abu Dhabi Islamic Bank, Ghandour, Bonjus, Patchi, L'Oreal and Taanayel. The firm is currently acting as a business incubator for the Mena Design Research Center.

On managing her daily schedule, Toutikian said "Well, I work on average 10 to 12 hours a day, and often on weekends as well. I also manage to get my 'me-time' in between.

I make sure that I enjoy the time I spent with people I work with so that I can consider it fun as well. That way my days don't seem too long and exhausting."

Toutikian gains daily inspiration from her time in Europe when she "was part of a large design community that involved seven design schools across Europe with so many international students from all corners of the world. It was such a motivating and inspiring time" designer said.

"We really enjoyed our profession and education as designers. We often met in different cities to attend workshops and design-related events," Toutikian said. "I don't think that kind of design community exists in Lebanon (academically or professionally) and it is the main reason why I do what I do with the MENA Design Research Center and teaching."

She added "And every once in a while, when I feel that inspiration is dying out because of daily hassles in Lebanon, I travel someplace else to attend some design-related event and I find that inspiration all over again."

Describing herself as a member of Beirut's middle class, she said her expenses are kept minimal with just rent, standard bills and no car. She holds down not only the directorship of the MENA Design Research  Center but is also teaching about the design profession to students at LAU.

"I don't have a car. Don't need one. And I wouldn't want to add yet another car to the mess of traffic we already have in Beirut. I live in Achrafieh, and most of my work is between Achrafieh, Downtown and Hamra. I do just fine with services and taxis. I don't get stressed; I don't worry about parking and often enjoy a good conversation with the driver along the way."

She describes her spending and lifestyle as not on the frivolous side.

Toutikian is eloquent about her work, saying: "My work is focused on Design Research, design for social impact, service design, and design education in the Middle East creative philosophy," adding, "I believe that designers are far more capable of improving the world than their often undermined occupations as mere makers of beautiful things."

Reflecting on last year's Beirut Design Week, Toutikian said that "the whole week went very well in comparison to my expectations. For such a small team, with very low budget, and not much time, we achieved a lot."

"Till today I meet people who tell me how much they enjoyed the whole ambiance that took over parts of Beirut during the week," she said.

She added, "of course there were many things we could improve, and we will this year. We are now preparing for Beirut Design Week 2013, which is taking place between June 24th and 30th."

For Toutikian design is not about beautiful things – rather it is about the more serious purpose that design can affect social change.

For further information on Ms. Toutikian:

http://menadesignresearch.org
http://beirutdesignweek.com
http://desmeem.com

EDITOR'S NOTE: "Faces of the Economy" Lebanon series -- There are an estimated 1.4 million workers in Lebanon; this is the story of one of them. Every two weeks, Marcopolis.net will profile a different hardworking citizen. Nominations can be sent by you, friends, family or even coworkers, for inclusion in the "Face" series. Tell us your story. Send to contributing business correspondent: T.K. Maloy: This email address is being protected from spambots. You need JavaScript enabled to view it.